Marketing concept includes various elements such as planning, research, new product

development, sales, communications, advertising, etc. Marketing starts with production and later
studies all its stages before, during and after production. In the sales area, for example, marketing
provides information about forward demand for products and services.

Advertising is an important element of the marketing plan. It is used to increase sales by making
the product or service known to a wider audience, and by stressing its superior qualities. A
company can advertise in many ways, depending on how much it can spend on advertising. The
different media for advertising includes television, radio, newspapers, magazines and direct mail,
by which advertisers send letters, brochures and leaflets directly to potential customers
advertising is a highly developed business, a lot of money is spent on advertising in every
country.

In ancient times, advertising was carried out through signs such as the inn sign, sale message on
papyrus, wall or rock posters, oral ad, than in 16-17 century it was newspapers (first weekly
newspaper appeared in 16th century). But nowadays, due to the development of information
technology, the list has significantly expanded and changed. The list includes TV, radio, ad in
the sites, direct mail, billboards and also newspapers, magazines, flyers, outdoor sights.

According to the reports of experts of the Association of Communication Agencies of Russia, the
total volume of advertising, excluding VAT, amounted to 494 billion rubles. The volume of the
marketing services segment exceeded 121 billion rubles, and taking into account advertising
budgets spent on creating creative solutions, producing advertising products, and paying for
advertising agencies, the total volume of the Russian market for marketing communications
amounted to approximately 870 billion rubles.

The Gunn Lions -one of the most authoritative world ratings of creativity named the best
advertising works of the past 15 years of the XXI century. The videos were selected by open
voting on the official website of the rating: during the month, thousands of people from all over
the world voted for the best commercials from leading agencies from all over the world.

The Grand Prix of the Cannes Lions Festival in the Film category was awarded to
"superhumans" -an emotionally strong video created by Blink Productions for the British
Channel 4. The video announced the Paralympic Games in Rio de Janeiro. In the video, a
musical group consisting of people with disabilities performs a song in which the words "Yes, I
can" are repeated. At this time, on the screen, Paralympic athletes from different countries set
records.